abit of advice on keyword research

hey guys, so i have entered the world of niche and am doing some keyword research i have around 15 keywords so far that i feel that i can target, they range from having 4 words to having 2 words, although on google adwords the global search is less then 10,000. One major question is that some if not most have names like mac and norton in the actual keyword, so if i was to go and secure a EMD, will it be worth it? or will i be running the risk of having the site taken off me?
i read somewhere that brand names should not really be targetted in an EMD is that true?
Any advice will be appreciated
Thanks!

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